When You’re Being Pitched: Guidelines for Assessing Vendors’ Offers

December 2010
by Linda Carlson

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When You’re Being Pitched: Guidelines for Assessing Vendors’ Offers

by Linda Carlson

“You made me promises, promises . . . ” goes an old song Burt Bacharach made famous, and it’s how I often feel when I read promotional material from industry vendors.

For the health of your bottom line, it’s vital that you determine three things before you hire a consultant, enter a contest or awards program, or buy advertising space or direct marketing services:

• exactly what you are buying

• what you can realistically expect to receive

• how what you receive will translate into book sales

Drilling down a little further, you also want to know whether it’s likely that:

• a message from you to the potential customer will be read or heard

• action will follow receipt of your message

• action taken will benefit you

And you want to understand the value of any intangible benefits.

Here are several areas to explore.

Audience

Every advertising salesperson you’ll ever meet will talk in terms of potential audi…IBPA Members – Click here to view the full article (login required).

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